subject: Can I Have Your Attention Please? Auto Repair Marketing That Gets Attention [print this page] One of the most overlooked aspects of auto repair marketing is getting the customers attention. The most powerful piece of auto repair marketing is useless if your potential customer never even stops to pay attention at all.
So, how do you deal with this problem?
First, you must understand that to get the prospects attention you can not talk about auto repair marketing. I know that sounds ridiculous, but it is true. The surest way to write an auto repair marketing piece that nobody reads is to have article after article on oil changes, tire pressure and head gaskets; all stuff the customer does not care one bit about. Customers do not care about auto repair unless their car is broken. Instead of talking about auto repair in your marketing, try to focus on saving money or saving time or being convenient. These are topics that will have more meaning to most prospects.
Second, you must recognize and utilized the number one auto repair marketing tool that you have; your location. Too many times I see clients spend lots of time and money on fantastic mail pieces or internet ads while their shop looks like a disaster area. This is not a recipe for success. All it takes to make your location stand out, in a good way, is some paint and a few cleaning supplies. Make sure you always have on a fresh coat of paint, and make sure the windows and floors are always spotless. These two simple things should be one of the foundations of your auto repair marketing efforts.
Finally, in your auto repair marketing find themes that jump out. Think about what your customers are thinking about and tap into that with your auto repair marketing. Current events, fear of loss, greed, envy, pride all of these are consistently effective themes. These are things that affect your customers lives on a daily basis. I know some of them might seem a little bit odd when connected to auto repair marketing, but trust me they are important and should be an important part of your marketing message.
That is really all there is to getting your customers attention. Just understand what they want, make sure your physical location is standing tall and then address the things that are important to them. This is a simple auto repair marketing formula for getting attention that works every time.
